AC34’s Impact on Sailing

Nick Hayes, author of Saving Sailing and a researcher by profession, remains unconvinced that the ‘new and improved’ America’s Cup will be the tonic to grow sailing. Here is his latest argument why…

Was AC34 a success? Larry said it changed everything. And the sailing media frenzy wouldn’t have been bigger had Miley twerked from Oracle’s aft rail.

But the early results are trickling in, and measured on its impact on public interest in our favorite activity, this America’s Cup barely registered.

If you were going to try to learn more about sailing after seeing an AC34 race, you’d google “sailing.” So to find out how many people did, let’s look at Google Trends based on the word “sailing”.

Google Trends: “sailing”

The persistent downward trend in sailing is widely known and many good folks are doing their best to reverse it. But wouldn’t you expect an uptick at the end of 2013 when the AC34 was happening, followed by new subsequent interest? Focus on the past 12 months:

Google Trends: “Sailing”, 2013

That blip (A) in September is the news of Oracle’s win.

Now compare the last three years. 2013 is down from 2012 and 2011. The spike (C) in 2012 was the Olympics.

Google Trends, “sailing”, 2013, 2012, 2011

I draw three conclusions from these data:

1.) Youtube doesn’t inspire participation any more than cable TV or broadcast. A few people buy tennis rackets right after Wimbledon, but the long term trend in the sport is unaffected. Moreover, people who #gosailing turn off their screens to do it.

2.) Old sailors are the majority of AC watchers, and our numbers are tanking. The opportunity was to engage new sailors, and it didn’t happen.

3.) Organizers and sponsors never understood the Facebook generation’s sailing aspirations and they either missed or deliberately dissed the new demographic that is leading a #sailingrevolution today.

Or, perhaps, it was how it appeared: an entertainment event; a spectacle meant to make viewers, as opposed to a teaching moment designed to inspire sailors.

But hey, those boats were awesome! Gimme somuthat trickle down.